Trademark News & Screw-ups Long Trail Sues Burton Over 'Take a Hike' Trademark

They may be primarily known for their beer, but Long Trail Brewing Company does indeed own a federal trademark registration for "Take a Hike" in class 25 for various apparel items. Which makes you wonder, did Burton simply not bother to check if the tagline had been trademarked previously or they had known it was and simply didn't care? The former would show deficiency in decision-making process around adopting new brands. The latter would show reckless arrogance. A case like that is the plaintiff's lawyer dream: the defendant's got deep pockets and it looks like proving infringements shouldn't be that much of a problem. Eventually, the question will be, at what point in the process will the parties want to settle?

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